This is an advanced topic, and in future posts I’m going to break down how to use these individually, but for now let’s talk about the differences.
The major difference between a broadcast and an autoresponder, is that an autoresponder is 100% evergreen.
The idea that an email autoresponder is 100% evergreen, is both its biggest advantage, and its the biggest disadvantage.
The opposite is true with broadcast emails.
The biggest advantage of a broadcast email, is that it should never be evergreen.
That’s right, you should work to integrate current events within your broadcasts, because this is your chance, when you send a broadcast, to showcase its biggest advantage, which is the idea that you are current and up to date.
For example, I remember a few summers ago when the WarriorForum.com was
purchased by Freelancer.com. I sent best email ads to my list the second I found out, and I recall that the open rates were staggering because it was a very big deal at the time.
So with broadcasts, take advantage of the fact that they’re evergreen, it’s a great time to talk about industry gossip, and you can always tie that information into your marketing.
Another way to put it, is that broadcasts are very “Real time”, they’re “Agile” in a sense, because you just write them on a whim, whenever you want, and you don’t have to necessarily plan a broadcast email as much as an autoresponder email.
So let’s pretend that Joe enters your list.
Maybe you have a 14 day email autoresponder sequence that goes out every day at 6:00 AM.
Maybe your first autoresponder email introduces yourself. The second email in your autoresponder sequence asks a series of questions in order to help develop your own authority and to also learn as much as you can about your end users. And maybe on the third day you give some of the best content that you have.
And with autoresponders, ever ever mention anything that would prevent an autoresponder from being evergreen.
Meaning, talk about topics that will be less likely to change over time.
For example, don’t talk about how your siblings are coming for Thanksgiving next week in an autoresponder sequence.
That would be more tacitly placed within a broadcast message.
Another thing about autoresponders, is that I try to focus my autoresponder campaigns into building the most prestige, and building the most relationships.
Meaning I’ll ask more questions. And if I have a piece of content that is totally awesome, I’ll throw it in my autoresponder.
This way, I’m making the most out of my best content, so ALLL of my end users can get it.
If you write a killer article for example, and let’s pretend that it’s your best work, it might be a waste to send it as a broadcast, because only your end users, at that given time, will be able to benefit from it.
What about the hundreds of thousands of end users who have yet to join your list? They’ll be left bereft of that content, meaning they never get to see it.
So, in my opinion your most powerful content, and your best content, should be strategically placed in an email autoresponder sequence.
Does that make sense? Because it’s a very powerful subject that can benefit your campaigns immensely.
Also, before I wrap this up I wanted to talk about one of the biggest benefits of having an autoresponder campaign, and that’s all of the statistics that are available to you.
Let’s pretend that you have a massive 30 day email autoresponder campaign.
Over time, you’ll be able to look at those statistics, and determine which of your individual emails are performing well, and which of your emails aren’t performing very well.
When you have this data in front of you, it’s easy to analyze trends, see what your end users like, and modify your messages to improve performance.
I’m going to talk more about autorepsonders in better detail in the next post, and I’ll see you there in a second.